Sol’s bright summer: new chelada variety pack, Banda MS packaging, new ad campaign

From MolsonCoors & Alex Parker:

Summer means sol.

Sol, the Mexican beer brand that lays claim to that country’s No. 1 chelada, is set to debut a new chelada variety pack this month that includes Sol Chelada, Limon y Sal and Mango y Chamoy variants, as well as its namesake lager.

Sold in key regions, the new 12-ounce 12-pack variety pack seeks to capitalize on the popularity of cheladas with segment growth up 19% year to date and chelada multipacks shooting up triple digits year to date, according to Circana multi-outlet data for the week that ended June 18.

“Flavor continues to drive growth in the chelada space, and that’s one reason we’re seeing legal-age drinkers gravitate towards Sol Chelada,” says Cara Lauritzen, senior marketing manager for above-premium imports.

Meanwhile, Sol’s namesake cerveza is out with new packaging celebrating its partnership with Banda MS, one of Mexico’s most popular regional bands, which marks its 20th anniversary this year. Twelve-ounce cans, 6- and 12-packs of the beer’s secondary packaging and 12-packs of Sol Chelada, tout the “Sol & Banda MS” partnership.

“Banda MS really embodies what Sol is all about, mixing the traditional and the modern to create something new,” Lauritzen says. That crossover resonates particularly with fusionistas, who blend their Latino and American cultures. Lauritzen says the new packaging, along with a suite of retail tools and a sweepstakes for consumers to win tickets to a Banda MS show and a meet-and-greet with the band, is primed to win more features and display in the off-premise.

The Banda MS packaging is on shelves now and will be in market through October.

Sol’s new look and new variety pack coincide with the launch today of a new ad campaign, a vibrant spot that will air across digital and social channels.

The ad, which features the song “Brillando” by Amandititita, is a call back to Sol’s first U.S. campaign in 2018, Lauritzen says.

“It showcases the full Sol family and brings back that vibrant Sol personality we had in the original campaign while keeping the product at the center of the spot,” she says. “We’re excited to keep Sol’s momentum going. Our cheladas compete really well in a growing segment and you can’t deny the history and authenticity of the Sol brand. With new packs and a new campaign, Sol’s set for summer.”